big lots: extending brand voice through improvisation & integration - drs chicago, june 2015
TRANSCRIPT
BIG LOTS: EXTENDING BRAND VOICE THROUGH IMPROVISATION AND INTEGRATION
ANDREW STEIN, SVP & CHIEF CUSTOMER OFFICER AT BIG LOTS JEN BILLS, CREATIVE DIRECTOR AT O’KEEFE REINHARD & PAUL
OUR CORE CUSTOMERS: JENNIFERS
•WOMEN AGES 25-54, AVG AGE 42
!•MARRIED 56% !•KIDS AT HOME 51% !•WORKS FROM HOME
67%
•HH INCOME RANGE $30K - $100K
!•AVERAGE HHI $54K !•CAUCASIAN 65%,
HISPANIC 23%, AFRICAN AMERICAN 17%, ASIAN 4%, OTHER 1%
SURPRISES IN EVERY AISLE
AMAZING VALUE
ON GREAT MERCHANDISE
QUALITY, BRANDS, FASHION
EASY-TO-SHOP
EXPERIENCE
CUSTOMER VALUE PROPOSITION
REACHING JENNIFERS: 360º APPROACH
TV
CATALOGIN-STORE SUPPORT
VIDEO SERIES
SITE CONTENT
EMAILSSOCIAL
SUPPORT
CIRCULAR
PR
DIGITAL MEDIA
UNDERSTAND AND EXTEND THE BRAND VOICE
STAY TRUE TO OUR BRAND VOICE REGARDLESS OF CATEGORY OR PLATFORM
GROWING SOCIAL PRESENCE
•1.2 MILLION FACEBOOK FRIENDS •71,000 TWITTER FOLLOWERS •14,000 INSTAGRAM FOLLOWERS •18,000 PINTEREST FOLLOWERS •OVER 7 MILLION YOUTUBE
CHANNEL VIEWS •3,000 YOUTUBE SUBSCRIBERS •MONTHLY BIGLOTS.COM UNIQUE
VISITOR INCREASE OF OVER 25%
KEY TAKEAWAYS
• UNDERSTAND YOUR BRAND VOICE AND BE TRUE TO IT ACROSS ALL PLATFORMS
!
•BE BOLD WITH THE WORK, LEAN INTO EACH TACTIC !
•REMAIN WILLING TO TRY DIFFERENT IDEAS AND OPTIMIZE
Q&A !
THANK YOU